Burnout is a syndrome caused by excessive work stress. This is a disease recognized by the WHO that can lead to diabetes, heart disease and depression.

To combat it, it is important to stop. For this reason, Agua Manantial decided to create Detente, an invitation to take a break to think about oneself and balance work and personal life.

We were asked to create a new CCI for Agua Manantial de Coca-Cola, and it was found that the differential of superiority with respect to traditional waters is perceived when it is taken slowly, that is why we found in ''Detente'' the way to create a powerful CCI, understanding that the target audience was sacrificing everything for work excesses and did not see breaks as something indispensable for professional and personal success; that made ''Detente'' a platform that materializes the benefits of the product with a current problem.

To understand the superiority of Agua Manantial, is to drink it slowly. Therefore, he invited the whole country to pause through a book for the sake of their health. This book contains the stories of 5 people who based their success by adding pauses in their lives:

Alvaro Clavijo (one of the most important chefs in the continent), Vanessa de la Torre (Journalist, writer and host of the most important radio program in the country), Johana Bahamón (Former actress and director of Fundación Interna), Mauricio Salazar (Former entrepreneur and today high performance athlete) and Christian Byfield (former entrepreneur and today world traveler).

The book was created with slow production techniques, noble materials, analog photographs and illustrations, special binding that invites readers to pause through design and, additionally, it has Masterclass formats, podcasts and coaches to make people incorporate and respect the pauses in their life routines.

.In restaurants Agua Manantial is perceived as premium, but to take it into the market it is perceived as an expensive water.

Today we live in times where chaos has become completely normalized, we see it at work, at home, in the cities.

The Korean philosopher Byung-Chul Han exposes in his essay "The society of tiredness" that the new generations are destined to burnout because we are living a mental pandemic that he calls 'just do it' as that famous Nike CCI in the 90's.

"It is estimated that 35% of working people in the world are already workaholics", Semana Magazine.

It is time to tell this generation: it is necessary to pause.

We are spring water with a natural process that can take years and the only way to understand our superiority is to take it slow.

To create a book that invites people to understand the importance of including breaks in their daily routines, with real testimonies of people who, thanks to them, managed to lead a more balanced life.

The book is designed with slow creation techniques, analog photographs and illustrations, special binding that invites to pause and noble materials of slow production.

The book includes digital formats so that people can put their pauses into practice.

The book seeks to raise awareness of the problem and include the issue in public and private entities to ensure that labor in Colombia is managed in a more controlled manner.

-The book made Burnout included in the National Wellness Week 2021 agenda.

-During the time of the campaign there was a 200% increase in searches related to Burnout in Colombia.

-During the campaign, Colombia's work-at-home law was passed, which regulates the disconnection hours of home-based workers.